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PET PROJECT: Oh My Dog, a prestige fragrance for furry, four-footed friends, is slated to start rolling out in September.
It is the brainchild of Laurent Jugeau and Etienne de Swardt, both former Parfums Givenchy marketing managers, and Olivier Echaudemaison, Guerlain’s color director.
The trio thinks it’s filling a yet-untapped niche that resembles the children’s market in the Eighties. “It is like the story of Tartine and Chocolat,” de Swardt said, referring to the scent for children Guerlain launched in 1987. “That fragrance created a selective perfumery market for children; we think it is time create selective perfumery for dogs.”
And while the executives at Dog Generation — the company behind the scent — refused to divulge estimates, industry sources say Oh My Dog could ring up about $2.9 million at wholesale volume in the first 12 months.
All figures are translated at current exchange rates.
Dragoco’s Bernard Ellena concocted the pooch perfume, which includes notes of rosewood, orange leaf, freesia, iris, vanilla and sandalwood.
A 100-ml. eau de toilette spray will retail for $32 and a 200-ml. all-over shampoo splash will be $17.
Oh My Dog will hit Paris’s Bon Marche exclusively in September and then be introduced in France’s Sephora, Galeries Lafayette and Patchouli perfumery chain, among other locations, in October. By yearend, it is expected to be in about 150 French doors, 20 in the U.S. and 100 in Japan.

SEPHORA TAKES MANHATTAN: New York has proven to be fertile ground for Sephora, which has locations in — among other places — Rockefeller Center, Times Square and the World Trade Center.
On July 13, the chain hosted a Parisian-themed party to celebrate the opening of its latest location, on Fifth Avenue in Manhattan’s Flatiron District.
Sephora currently has 54 stores across the U.S. and plans to have six new stores open by yearend.

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